The National Advertising Division (the marketers' self regulation body) has gotten Bayer to discontinue advertising for Aleve in which Bayer claimed that Aleve was the No. 1 "preferred" medicine for mild arthritis pain among orthopedic surgeons.
Although Bayer did indeed have a survey showing docs preferred Aleve, the survey didn't define "preferred." So the NAD nixed the ads in case consumers believed that the ranking was based on something objective like efficacy. The ruling is a victory for Wyeth (which makes Advil), which brought the challenge.
"In response to NAD’s inquiry, the advertiser [Bayer] advised that it had discontinued the radio advertising at issue," the ruing said. Translation: Pretending that your advertising is already over and done with is the stock response of every corporation caught engaging in slippery advertising by the NAD.
Although Bayer did indeed have a survey showing docs preferred Aleve, the survey didn't define "preferred."
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